The Campaign

A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

The Brief

Creative Execution

A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."

Describe the success of the promotion with both client and consumer including some quantifiable results

On the International Day for the Elimination of Violence Against Women, people around the country showed their solidarity through every online and offline media channel as part of the campaign, generating 19 million THB of free PR value for the nonprofit. Even “Fight Club Thailand”, the organizer of the country's most brutal street fight matches, helped spread our message about the place of violence in society. Since the stunt, 25 more abuse victims who hid in fear and shame finally broke silence to seek justice with the foundation.

Explain why the method of promotion was most relevant to the product or service

Thailand is the world’s #2 in domestic violence against women. Thailand's Men and Women Progressive Movement Foundation wanted to do more to spread awareness of the issue, this time targeting Muay Thai loving men who are well familiar with violence. So we sent a real victim to send the message "Home Is Not a Boxing Ring" in between the boxers and the spectators at the most celebrated Muay Thai ring in the country.

Muay Thai is in the hearts of all Thai men. Thousands flock to the boxing rings every weekend and millions more watch it live on TV. So we went where they were. At the precise moment when they celebrated masculine aggression and domination in a massive display of violence, when adrenaline and testosterone reached fever pitch, we delivered our message in the most surprising way.

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